SMALL RADIO STATIONS: By Nawiyah Che Lah, PhD Radio Television Malaysia

Transcription

1 SMALL RADIO STATIONS: SERVING BETTER AUDIENCES? By Nawiyah Che Lah, PhD Radio Television Malaysia 1

2 Content: Introduction and overview Media Consumption New media/broadband Culture and impact on radio Malaysian Scenario Strategies adopted by successful radio stations Summary 2 2

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4 Significant Milestone Development of radio st radio began in St. Louis, Missouri, USA 1922 Local radio began in London, UK by BBC (SW & MW) 1960s expansion of radio to FM 2002 Digital radio 4 4

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7 RADIO STATIONS IN VARIOUS COUNTRIES 2013 COUNTRY NO. OF RADIO STATIONS NO. OF RADIO ONLINE RATIO OF RADIO STATIONS PER POPULATIONS POPULATIONS (millions) United States 15,196 7,934 1:20, United Kingdom 1, :34, Japan :359, Indonesia :3,383, Malaysia :530, Source :

8 MEDIA USAGE IN SEVERAL COUNTRIES 2013 MEDIA COUNTRY TV (%) RADIO (%) NEWSPAPER (%) INTERNET (%) United States United Kingdom Japan Indonesia Malaysia Source : 8

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10 Exposure to media Sources : Television Asia 10 10

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14 14 New Media/Broadband Culture Change of lifestyle Gain in productivity Catalyst for increased efficiency in existing economic activities Generates new services Spurs new innovations New dimension of entertainment and social networking 14

15 15 Advantages of Broadband TV Live TV, VOD and Interactive Watch what u want, anytime u want Interactive channels for useful info and social media such as facebook and U-tube A variety of program in HD Crystal clear transmission regardless of the weather How does this impact the radio?? 15

16 How do we determine or categorize big or small radio stations? population? the market? the area? operational costs? 15 programming formats? 16

17 MALAYSIAN SCENARIO RADIO STATIONS IN MALAYSIA Govt./National Govt./Local Private Total number are considered as small stations

18 DOMINATING RADIO PLAYERS IN MALAYSIA 18 18

19 STATE RADIO STATIONS IN MALAYSIA STATE STATIONS No. of STAFF OPERATION COST USD (mill.) POP. (mill) ADVERTISING INCOME in USD (2012) Mutiarafm ,103 Perlisfm ,225 KEDAHfm ,419 Perakfm ,560 Terengganufm ,365 Pahangfm ,395 KELANTANfm ,094 Selangorfm ,342 Johorfm ,877 Negerifm ,299 Melakafm ,631 19

20 LOCAL RADIO STATIONS IN MALAYSIA STATE STATIONS No. of STAFF OPERATION COST USD (mill.) POP. (mill) ADVERTISING INCOME in USD (2012) SandakanFM TawauFM KeningauFM ,008 34,724 7,981 LIMBANGfm Sri AmanFM (RasaFM) SibuFM MiriFM LabuanFM LangkawiFM Source : ,411 3,295 11,709 12,211 25,670 24,

21 KELANTANfm SUCCESS Consistently top 10 among all the radio stations (include national radio) Top advertising income earners among state / local RTM stations Listeners loyalty (especially afternoon program) 21 Strong promotion on the air and on the ground with program Location Radio 21

22 STRATEGIES ADOPTED BY SUCCESSFUL RADIO STATIONS 22 22

23 FACTORS CONTRIBUTING TO THE SUCCESS OF SMALL LOCAL STATIONS: 23 Lower Operational Costs Productivity more productive and creative than the average radio stations Advertising Income rely on local advertising, rather than national advertising Advertising Sales direct selling 23

24 FACTORS CONTRIBUTING TO THE SUCCESS Programming 24 clear formats (rather than variety format) music selection that suits the target audience local news strong local orientation & emphasis on local activity 24

25 FACTORS CONTRIBUTING TO THE SUCCESS Promotion attendance & promotion at local activities on-air promotion 25 25

26 SUMMARY Radio audiences tend to be fickle. They rotate stations in much the same way as television viewers. One big challenge in radio programming, besides identifying and targeting an audience, is maintaining that audience. Small radio stations either local or community can serve audience better if they focus on the audience needs. 26

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